LOS ANGELES, September 3, 2019 — Capital Group, home of American Funds®, and one of the world’s oldest and largest investment management organizations with more than $1.9 trillion in assets under management, debuted its first brand marketing and television campaign in the company’s 87-year history today.
Launching on broadcast television, cable networks, digital platforms, national newspapers and podcasts, the ads will be seen on high-profile shows such as NBC Sunday Night Football and 60 Minutes on CBS. Full-page ads in The Wall Street Journal and The New York Times will also support the brand campaign launch.
The campaign stems from the insight that, globally, individuals are feeling more inspired and empowered to create positive change — including within their own financial well-being. The Capital Group campaign gives people the confidence to turn “Can I?” into “I can” when it comes to achieving financial goals.
Capital Group’s research reveals that when people envision how they want to live in their retirement years, they are motivated to save more — up to 31% more per paycheck — for their retirement. At the same time, three out of four investors rank protecting their savings from market downturns as a key priority, and believe mutual funds that hold up better than the market in bad times are critical.
The first five spots in the campaign introduce Capital Group and the elements that have driven the firm’s success, including company-by-company research, a focus on long-term results, a distinctive investing approach, featuring teams of experienced investment professionals and a commitment to partnering with those who help people reach financial goals.
“Financial services marketing has historically been seen as complex — with messages rife in jargon and product features,” said Jaya Kumar, Capital Group global chief marketing officer. “But our customers tell us that what they really care about is being ready for life’s big moments, such as a down payment for a first house, making smart financial decisions during a divorce or funding a dignified retirement.
“With “I can,” we want to help people realize that their dreams can be within reach with the right investments and long-term planning. Our campaign signifies a change in the way our industry talks about investing — making a sometimes-frightening, technical conversation accessible and empowering to more people.”
Capital Group worked with Juniper Park\TBWA on campaign creative and production.
“The self-empowerment movement happening with people taking control of their lives in different ways is really brought to life in this campaign,” said Jenny Glover, executive creative director at Juniper Park\TBWA. “It’s all about inspiring people to say, ‘I can’ with respect to their long-term financial health.”
For more information, visit: www.capitalgroup.com